There's a jungle of sales help literature out there, but it's still difficult to find books or magazines with information tailored specifically to help entrepreneurs make the sale. Everything seems to be written for the professional salesperson. So, at last, here is a step-by-step system which can be used during the personal one-on-one sales process, for a direct response promotion, for a radio ad ... or for dozens of other sales situations.

Step 1 - Get Their Attention

This is the first step in any sales process. As much as 80% of sales success is a direct result of a good opening statement or headline. This is your first impression. It's critical. And it should be crafted with the utmost care. Whether you are face-to-face with a prospect communicating through direct mail, on the radio, or even in the yellow pages, what you say here determines whether your prospect is going to listen eagerly or shut the door in your face. A key benefit helps. "We've just received our largest shipment of pillows ever. Check them out before you leave!"

Step 2 - Identify The Problem

Listen closely and you will hear what your customer needs. Too many people skip this step altogether in their eagerness to close the deal. But you can't possibly offer a solution until you have identified and clarified the problem. And you cannot move ahead in the sales process until and unless the prospect has agreed that the problem is real and that they are ready to do something about it. Before you offer help, give the prospect the floor. "I just can't seem to find pillow fabric that matches my carpet color exactly."

Step 3 - Build Interest

The next step is to generate increasing interest from the prospect. This must be done by quickly establishing a relationship. People don't do business with people they don't trust. Demonstrate that you have a solution to the problem or need. Show the prospect how they might benefit by allowing you to go into further detail. "I understand that color matching has been difficult. We may have just the solution you are looking for." You have captured their interest. Now they want you to elaborate.

Step 4 - Give A Testimony

In this stage, you introduce some more benefits for the prospect by showing how others like them have received benefits from your product or service. "An interior designer came in with the same problem just last week. We custom-made their pillows, affordably, in our back room."

Step 5 - Validate Their Objections

At this point the prospect's interest has been established and you have given some proof that you may indeed be able to solve their problem or need. But you must still validate their underlying concerns about you and your company. Will you deliver what you promise and stand behind your product or service? This is where you discover their fear's and concerns (objections) and answer them. Demonstrate your recognition that their feelings are real and valid. Show that you are willing to earn their trust. They need to know that you and your company value them and won't leave them stranded if they have a problem. "Here are some photos of several custom pillows we have done. All within budget, and within a reasonable amount of time. We've been doing this kind of high quality work for over thirty years now."

Step 6 - Create Desire

In this step, help the prospect come to a decision about your offer. Revisit their desire for the product or service and help them reach a favorable conclusion. Show them options and how to place the order. "To create the perfect match, we'll dye the fabric to match your carpet. If you have a carpet sample, we can make the match now."

Step 7 - Move Them To Action

This step is simple yet often overlooked. It is the single greatest reason for lost sales. You must ask the prospect to take action now. You can't sit back and hope they will just decide to accept your offer. You must be proactive by asking for the order. Give them an incentive to act now. There are many tools to move people to immediate action. It may be a special price, a free add-on or any number of incentives. "All you need to do is sign here and we'll get started on it right away. And since you are a first-time customer, I'd like to give you a 15% discount if you buy today."

Step 8 - Be Sure To Follow Up

This is one of the most important steps in successful salesmanship. Stay in touch with your prospect or customer. Provide outstanding after-sales service. Demonstrate that your concern for them is just as real after the sale as it was before. Telephone or send a note that says, "How did the colors match? Are you pleased? Thank you again for your business."

Even if you didn't make a sale, recognize that situations are constantly changing. The cardinal rule of the street says that it takes four calls before the average sale is made. Most people quit at three. So by staying in touch, you will discover new needs, and be there at the right time and place to close the sale.